The new standard in user feedback

Sales Hacker Series AmsterdamRoel Jansen, CCO Usabilla

May 28th, 2015

Sales Hacker Series Amsterdam, May 2015

1. About Usabilla & Company History2. Sales Process 3. Suspect Phase4. Lead Generation Phase5. Social Selling6. The Power of Referrals7. Structure of the Online Demo8. Closing Learnings from Usabilla

Agenda

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• Founded in 2009• HQ in Amsterdam• 27 FTE• Profitable• Triple digit growth• 15% revenue from NL, 20%

from US, rest globally spread• Open positions…

Facts

About UsUsabilla - the new standard in user feedback

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Company historyUsabilla

• Founded by Paul Veugen• ABN AMRO Summerschool &

Tilburg University Starterslift

Founded

2009

• Seed Investment by founders of Funda• Building first prototypes• Small team of 4 FTE (2 in NL and 2 remote)

Start

2010

• 1M USD raised by informal investors

• Scaled the team to 10 FTE• Hired Marc van Agteren as CTO

Series A Investment

2011

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• Launch of a new product: Usabilla Live• Commercial focus, downsize the team• Change in management, Paul steps back,

Marc CEO, Roel Jansen hired as CCO.

Pivot

2012

• Enterprise software sales take off• Focus on the Usabilla Live product• Growth of the sales team with 3 FTE

Break-even & profitable

2013

• 300% growth in revenue• Hire more engineers, replace and add

new sales reps, customer succes • International growth

Exponential growth

2014

• Grow the team to 27 FTE, of which 8 Sales and 2 Succes

• Open sales office in NYC• 300% growth in revenue

Growth and expansion

2015

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Business Sales Process

Suspect Online Demo Trial preparation Trial Contract Negotiation

OrderLead generation

•Industry(Ecommerce)•Size(500Kpageviews)•B2Cpreferably•Customerlogin•Strategicvalue

•Marketing/analyticsbudget•OpentoshareDMU•OpentoshareBusinessGoals•Opentoagreeonaddedvalue•Correctivewebsitechanges•Careforfeedback•Resources,Personnel+Financialfortrial

•DMU•Cleargoals,smartfortrial(qual.+quant.)

•Completedvaluematrixforctcperson

•BusinessGoals

•Tickedchecklistwithtimeline•Ourordervalue•Halfwaycallscheduled•Trialobjectivesclearandsmart

•Technicalimplementationpossible

•CompletedvaluematrixforallDMU

•DMUinvolvedintrialset-up•Allocatedbudget•Securityissue

•Resultsarefittingobjectivesfirstset

•Offerapproved•Budgetapproved•Termsandconditionsaccepted

•Startingdatecontractknown•Signature/PONumber

•Demoagenda•Solutionpainpointsacceptance

•Valuematrixcompletion•Managingexpectationsaboutprocess

•Agreeonthetimeline•Discusspricing•Discussexact#pageviews

•Goalsetting•Definesuccess•Whatiftrialisasuccess•Admin/techn.•Accountcreation•Buttoncustomisation•Surveyset-up•Halfwaycallschedule•Defineactivitiesforcustomer+Usabilla

•Halfwaymeeting•Optiomizetrialorgetorder•Proofofconcept•‘Canwe’fase•Startdate

•Proposal•Contractsigned•Differentdepartmentslegal/security/privacy

•Demoscript•Examples•Overlay•Buttonbrainstorm•ROIvalidation•Debriefingdocument

•Scriptedemails•Resourcecheck•Gregschecklist

•Champagne•Createfeedback•Canwe’fase…readytoupsell•Superfastcommunication

•Gettingintouch•Identifypainpoints•DMUselection

•InPipedrive

•Pipedrive•LinkedIn•Google•Datebases•Alexa•Crunchbase

•LinkedIn•Coldcalling•Referral•Networkbuilding•Valuematrix•Scriptedemail•Website•Followupemail

Criteria per phase

Customer contact

Tools

1 2 3 4 5 6 7

Sales Process@ Usabilla

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Business Sales Process where you outline everything:- Prospecting- The elevator pitch- Activities - don’t be afraid to manage them (# outbound calls, # demo’s, etc.)- Calling best practices- Scheduling demos- Demo scripts- Email templates- Daily and weekly schedules (salesmeetings, one-on-ones, blocks in personal agenda’s)- Team structure- CRM - If it’s not in there, it never happened…

Sales Development SuccesOutline everything in a ‘Playbook’

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“New customers come from the actions of past customers”

Industry & vertical

Funding & market cap

# employees

Geography

Role

Budget

LinkedIn, LinkedIn Groups

Crunchbase

Conference attendee/ exhibitor lists

Angellist

Similarweb

Suspect PhaseDefine who you are targeting

Eric Ries

Ideal Customer Database

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1. Prepare before you reach out to someone.

2. In order to have engaged selling time, always check before contacting whether your prospects wants to be contacted via phone, email or Inmail.

3. Look back: why did your customer choose for you? Than reach out to others with that reason.

4. What is the purpose of the first sentence in an email? To read the second…!

5. Don’t forget to always act as if you’re big…! Don’t say you’re a startup.

Why buy anything?

Why buy from your company?

Why buy now?

Hyper personalise

Template (with dynamic fields)

Personalise with dates

Lead GenerationOutreach

Sales 10 / 80 / 10

Some ‘hacks’…

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1. Appeal first to the emotional part of the brain:- Personal interests- School pride- Articles and posts- Recommendations- Achievements

can also be ‘warm’.A cold outreach

2. … before challenging the logical part of the brain:- Insights- Data- Rankings

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Question: By spending 10% more time on what can you increase sales revenue by more then 10%?

Sales Timeis the most precious commodity.

Q

A Answer: Engaged selling time per seller

= engaged selling time

Establish a professional presence on LinkedIn with a complete profile

Prospect efficiently with powerful search capabilities (LinkedIn SalesNavigator)

Discover and share valuable information to initiate or maintain a relationship

Expand your network to reach prospects and those who can introduce you to prospects

Create a professional brand

Find the right people

Engage with insights

Build strong relationships

Prospecting

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Selling trough relationships - introductionsRemember: we are asking for a

Social SellingDisrupt the ways you conduct selling

Request intros when they have the most impact

SILVER BULLETS

Offer to ghost-write the intro email

MAKE ITEASY

Close the loop with the introducer

FOLLOW - THROUGH

favour

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Fast and lightweight, yet powerful

Best used on less senior prospects or if connection is tenuous

Appropriate to namedrop without permission

“I saw you’re connected with… how did you meet?”

Selling trough relationships - name dropGet the value of an intro with a fraction of the effort

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Referral leads convert 30% better

5 times happier with B2B purchases.

than leads generated from other marketing channels.

Peer recommendations make buyers

84% of the B2B decision makers 16% higher lifetime

value.start the buying process with a referral.

Referred customers have a

(Most Important Leads)

Your customers are your only unique asset…Are you investing enough to strengthen that relationship?

Customer Marketing

Referrals are your MILs.

The Power of ReferralsSurround selling

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Track advocates in your CRM

Connect with customers and end users

Surround prospects with social proof

Building the Referral Engine

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Use connectionsUse your existing connections, to refer to your prospects. Note: you don’t need to be in the middle.

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Use historyTry to get introduced via a former employee of your prospect to whom you are connected.

3

Use geographyIf you’re planning a visit to a certain city, ask your contacts for recommendations.

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Be a matchmakerIntroduce similar profiles to one another (without a direct personal gain).

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Share THEIR contentShare ‘connected’ content. Send blogposts or comments on them, to your prospect.

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The best logo slide everUse relevant and happy logos. Encourage prospects to reach out to these customers who are in the same industry, geography or at prior companies.

6 ‘hacks’ for getting referrals

The Direct Ask

The Indirect Connect

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When a prospect says ‘NO’ to you…Ask for a referral! Who would be a good contact (at company x) to talk to about our solution…?

When asking for referrals, make it easy. Be very specific with whom you want to get in touch, ‘ghost write’ the email and always ‘close the loop’ (thank them for the referral).

Some referral ‘hacks’…

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Online Demo - Structure GROW ROI

G

GoalsWhat objectives does the prospect have for himself? For the business line? For the organisation?

Roadmap

R

What does the path to accomplish these goals look like?

Obstacles

O

What challenges does he anticipate along the way? Are there challenges he might be unaware?

Widen

W

Reframe the conversation. Help understand that the problem and solution are larger and more significant than anticipated.

Reference

R

Teach trough storytelling. Be relevant.

Outcome

O

What impact did your solution have?

Introduce

I

The process, the expectations (ROI) and the next steps.

TeachLearn

Sales Hacker Series Amsterdam, May 201518

What have we learned…Some closing remarks from Usabilla

EU countries are segmented and it takes a long time to developyour sales, US is more ahead and is an easier sell.International Focus:

Why not?External coaching.

Team Fit.Crucial when hiring: And make sure sales & operations actually bond.

Focus early on renewals and start with a Customer Succes Team.

Trade shows:go for them or not?

Increase deal sizes: crucial for exponential growth!

Demo’s and client meetings via screen sharing or in-person?

The new standard in user feedback

Any Questions ?